CAN COMMUNITY PROGRAMS PROMOTE HEART HEALTHY LIFE-STYLES

Community research and demonstration programmes for cardiovascular dis ease prevention have been developed and implemented to test the feasib ility of increasing health-promoting behaviours over and above changes which occur in similar communities without specific interventions. Th e involvement of whole communities recognises that communication leadi ng to learning flows through natural social networks, i.e., diffusion theory. The principles of social marketing are also applied, recognisi ng the needs of different consumer groups and planning campaigns accor dingly. Effective communication considers attitudes, knowledge and ski lls of the target audience. Messages are designed to move the group fo rward in the behaviour change process. Communication channels include mass media, education materials, community-based classes, etc., as app ropriate to the messages which the sender wishes to convey.